Your attention please: What brands and agencies can be doing now to trade attention and where to start
Reach and frequency will still play a key role in effectiveness, whilst attention will need to show efficiency in delivering outcomes, and it’s key that we understand the relationship between attention and traditional metrics and get the balance right on behalf of clients., writes Danni Wright, chief strategy officer at Carat.
What is the industry doing to trade attention?
At this point in time, attention is still predominantly used in planning and optimisation.
There’s a way to go before we see attention traded as a common currency, however we’re moving in the right direction as agencies and brands increasingly factor it in making channel and format decisions, and publishers continue to invest in understanding the strength of their products.
Okay, so what are the options available right now?
Where we’ve seen the most progress and will continue to in the short-term is in the programmatic space.
